| dc.description.abstract | After the recent global financial crisis, photovoltaic is still one of the most worth watching industry of world’s renewable energy. Photovoltaic industry is currently still in the high demand and high growth stage. In the case of this research, the subject company decides to enter into the concentrating photovoltaic (CPV) industry, through manufacturing plant construction plan, production cost analysis, technology evaluation and SWOT analysis. Subsequently, the subject company enters the CPV industry’s industrial value chain according its strategic planning. The author wishes to search the key successful factors of the CPV industry through market and competition analysis to also find the future feasible solutions or strategies through the subject company’s business development and growth process.
This research is structured according to Porter’s (1980) industry analysis as the base and using case company B as the primary research subject. First, the research will go through the whole photovoltaic industry study and understand the overall industry development and future trend outlook. The research will analyze the industry life cycle for the three main photovoltaic technologies at the same time. It will then use the theory of resource and competency by Hill & Jones (1998) to examine the subject company, consequently, to investigate its strategic plan and market development after deciding to enter the CPV industry.
After a thorough investigation in the overall industry and case study of the subject company, this research can summarize and make the following conclusion: (1) The major factors that could affect the photovoltaic industry are government policy, economical environment, oil price and technological advancement. (2) The grid-tied technology for photovoltaic system has matured in 1990 and allowing the industry to move to growth stage. CPV’s industry life cycle, however, remains still in the embryonic stage. (3) CPV can be successful in the high temperature and high energy conversion environment. (4) The future for CPV looks bright as long as its total cost of ownership keeps falling. (5) The subject company in the research successfully enters into the CPV industry and fully matches the resource and competency theory of Hill & Jones. (6) Development of the right CPV business model and building the right profit model for the company. This research has the following recommendations for the photovoltaic industry: (1) Operation of the complete integration of industry value chain. (2) Creation of the profit model for the company. It also has the following recommendations for the subject case company: (1) Subsidiary involves in the boundary of the resource expand. (2) Operation of strategy for the new market entrants. (3) Creatation for the risk management.
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